Research On Mainstream Media's Content Presentation In Tik Tok

Visual communication has become the main way of communication.The fast-paced life makes the public develop a fragmented reading habit.With its short,flat,and fast communication characteristics,short videos meet the needs of the public and become another "outlet" of the social media.The rise of short video will provide new opportunities for mainstream media to expand their influence and enhance public opinion guidance.The media have set their sights on the short video field as a breakthrough in innovation and transformation.People's Daily and CCTV are the most influential party newspapers and party media.,and their development on the Tik Tok is also the leader in the media,becoming the first two Tik Tok accounts with fans exceeding 100 million.This study takes the CCTV News and People's Daily Tik Tok accounts as the research objects,and selects the top ten short videos of the two Tik Tok accounts in each month of2020 as the research samples,using content analysis and case analysis methods to learn from presentation content,presentation skills,and presentation channelsdiscuss the characteristics and rules of the content presentation with high likes on the mainstream media Tik Tok accounts.In terms of presentation content,the short video theme shows a strong news attribute,and focuses on convey information and publicity guidance,and also combining special node ritualized communication to build a sense of community.The personalization of the media's Tik Tok account is obvious,and the importance of people is highlighted in the process of communication.Short videos about leaders and spokespersons of the Ministry of Foreign Affairs are the most popular.The titles are mainly exclamatory sentences to enhance emotional performance,and actively adapt to the characteristics of new media,adjust the communication language and use hot words on the Internet.In terms of presentation skills,the media comprehensively uses multiple media elements such as videos,pictures,subtitles,simultaneous sound,background music,etc.to create visual and auditory dual stimuli.The audiovisual presentation emphasizes the creation of a sense of presence and arouses emotional resonance among users.The narrative perspective is mainly from the outside perspective,and has an internal perspective.Fragmented and emotional narrative features are obvious.In terms of presentation channels,it mainly relies on Tik Tok 's intelligent recommendation mechanism,the creation of a media communication matrix and the spread of user social relationship chains.On the whole,the content presentation of the short video with high likes is different from traditional news reports.It has a clear emotional tendency and pays attention to emotional expression and guidance.Theme selection,character image modeling,title text,audio-visual presentation and narrative skills all start from the emotional resonance of users,so as to propaganda and guide mainstream values.Although the development of media's Tik Tok accounts has achieved initial results,there are still many problems.In the future,the media will need to strengthen the creation of original short videos,actively set the agenda on Tik Tok,innovate short video audiovisual presentation and narrative style.At the same time,we must strengthen the linkage and communication of the media matrix,and actively interact with users.Tik Tok has a huge user base and considerable daily activity.The media should make full use of the Tik Tok platform to strengthen innovation and integration,conduct content dissemination and mainstream ideological propaganda in the field of new media.